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No Man's Sky Did Not "Harm" PlayStation Brand, But PR Strategy Not the Best, Exec Says

"I'm amazed with the sales the game has gotten."

113 Comments

No Man's Sky was one of the most-hyped games this year, so when it finally came out in August, it faced the uphill battle of living up to what people expected it to be. Now, PlayStation executive Shuhei Yoshida has said the strategy that Hello Games and director Sean Murray took of discussing features that didn't make it into the launch version might not have been the best way to go.

"I understand some of the criticisms especially Sean Murray is getting, because he sounded like he was promising more features in the game from day one," Yoshida told Eurogamer. "It wasn't a great PR strategy."

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Now Playing: No Man's Sky - Review

Hello Games is a small, independent studio. Yoshida said part of the problem might have been that Murray apparently did not have a PR person or team to help him determine what he should and shouldn't say. Indeed, a number of features that Murray discussed were not included in the launch version of No Man's Sky. However, Murray has talked about adding new features to the game over time as free DLC, including base-building and more.

Yoshida said he's eager to see where the game goes in the future.

"[Murray] says their plan is to continue to develop No Man's Sky features and such, and I'm looking forward to continuing to play the game," he said.

No Caption Provided

Hello Games published the digital version of No Man's Sky for PS4 and PC. Sony published and distributed the physical version of No Man's Sky for PS4, so there is probably a conversation to be had about why Sony did not reign in what Murray was saying about No Man's Sky before launch.

Eurogamer also asked Yoshida whether he thought that No Man's Sky "harmed" the PlayStation brand if people have the perception that Hello Games over-promised and under-delivered.

"I am super happy with the game actually, and I'm amazed with the sales the game has gotten, so I'm not the right person to judge if it has 'harmed' the PlayStation brand," he said. "I personally don't think so. If anything, I am proud that people can play No Man's Sky on PS4 as well as PC."

No Man's Sky landed at the No. 2 position for sales in the US for August 2016, behind only juggernaut Madden NFL 17. However, neither Hello Games nor Sony have provided any specific sales figures for the game to date.

Fans looking forward to what's coming next for No Man's Sky have been out of luck lately. Murray himself has not tweeted since August 18, while Hello Games has been silent since August 27.

For more on No Man's Sky, check out GameSpot's review.




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kentray1985

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Edited By kentray1985

So the president of Sony is happy with a unfinished game. I hope Yoshidas statements really open the minds of some of you die hard Playstation fans. You cant keep damage controlling for Sony and support them on any decision because at the end of the day they only care about your money even if the games are unfinished and isnt the quality that we all deserve. Look how Yoshida gloats on sales meanwhile the gamers who bought the game gets the short end of the stick. I persoally think Yoshida shouldve been a little more apologetic since they were the ones who published the game. I see they also failed to mention the massive refunds.

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DarthRevenX

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@kentray1985: and you die hard XBOT's all vehemently defend the crappy practices of MS as good business when really all corporations are just as guilty as the other.......

I'm unbiased, to me all are bad it's just as far as a console goes Playstation has never been a bad platform......PSX was great, PS2 was good, PS3 could have been better and PS4 isn't bad but this will be the last console I buy meaning not buying another console after the stock PS4 is obsolete......

the original XBOX was good, X360 was great until they introduced Kinect and Metro UI and frack off with X1 and Scorpio.....the Sega Genesis was awesome, 32X was actually not so bad frack the SCD and the rest [I never owned or played Master System], NES, SNES were good, N64 not so much but Gamecube in hindsight was pretty good but frack the Wi, Wii-U.......

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EF56SD

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Edited By EF56SD

@darthrevenx: As some one who owns both a PS4 and Xbox One, I dont find my PS4 being used nearly as much. I have more friends on Live so all Multiplayer games are bought on X1. There is no way that I feel I am not fully enjoying a game because I bought it on a seperate platform. It all comes down to preference and friends I guess. My problem is that neither X1 nor PS4 were at all innovative when they were introduced. I assume my PS4 will pick up steam once FFXV is released. 2017 is looking great for games in general.

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wtf_666

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Sean Murray and Hello Kitty Games have disappeared..... I don't blame them. Glad I didn't buy the hype or the game.

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drysprocket

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I was one of the "level headed" ones at the start who thought people might be blowing this whole thing a bit out of proportion. But after playing it now and Hello basically having gone dark....nope, the conspiracy theorist were pretty much right about everything.

We were basically scammed, plain and simple. Plenty of blame to go around, but I know I'll never buy another digital game again that I can't resell, and between this and everything else Sony has done lately....the brand is pretty effing hurt on my end.

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jak3099

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@drysprocket: that's why i only buy digital games that are not available on disk (ie, Bastion). that way i can always trade-in to amazon or gamestop. heheh, just got $14 for my copy of NMS :O)

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deactivated-60b838d2a137f

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@drysprocket: Yea I'm kind of in the same boat as you, I never thought much of the game before release except that it looked "cool" and might be worth a shot at some point. Seemed like everyone was going nuts though, making the game out to be some epic space explorer based on basically nothing... except then I saw a bunch of clips of the infamous Sean selling so many features that would end up being absent or outright impossible to develop... by ANYONE lol.

Still though, I think people ran away with it a bit too much as gamers usually do with hype. However it was definitely a fatal error to have their lead game designer act as a spokesperson since he basically just hyped up the game he imagined, and not at all what they were actually developing.

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nikolistary

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Yoshida is a damn moron. Always pandering, always without accountability.

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kentray1985

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@nikolistary: Yoshida never takes responsibility for anything and the fan boys keep giving him all this credit.

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Steamaddict

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This article is bullshit..no one knows why the game shipped like it did, was it sony rushing it--was it sean murray just lying---It just seems like someone so passionate about his game all of a sudden shipped with all the content shown in trailers missing, Sean murray had to know people would lose their damn minds. The real issue though is nobody has come forth to explain it. Hello games have said nothing while sony just puts out dumbass articles like this...And by the way has anyone else who has the ps4 version having problems with the galactic map not opening anymore I can find zero info on this..It makes a shitty game shittier..

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kentray1985

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@steamaddict: Hey man I fully understand you. I think alot of the missing content came from that law suite Hello games was hit with before launch. I really believe they dumped alot of the content out to prevent them from having to pay that other company.

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cornbredx

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I liked the game- what little I played of it on PC when it came out. The problem for me is that it makes me sick. I have been told by random nobodies that are not doctors on the internet that the game gives me motion sickness based on my symptoms. I don't know. I don't get sick playing any other game, but this game is impossible for me to play.

I will say, though, that the UI in this game is awful. But as a game I like the concepts. It is overpriced though knowing what I know about all there is to do in this game and what there is to look forward to. I suspect that's why people are mad about it. I also suspect that's why sales look so great.

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deactivated-60b838d2a137f

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@cornbredx: You don't really need to be a doctor to diagnose motion sickness :p so I'd believe that's your issue. I'm pretty sure No Man's Sky has a really low FoV (field of view) which is a big motion sickness trigger for a lot of people so that could be causing it here. Quite a few console ports on PC have this issue but I could see it being particularly jarring in a game like this with so much open space and exploration of the environment being a key aspect, so that could be why you feel it here and not in other games.... just a thought anyway.

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kentray1985

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Edited By kentray1985

@carsomnyr: Which nobody had lol

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Edited By CrusaderForever

The game didn't harm PlayStation's rep but severely hurt Hello Games rep. They are in complete damage control right now. They are working hard to add more free content to help save their image so gamers will consider, consider buying their next game. I spent 60 hours on the game and got the Platinum. I really enjoyed the game. However, there was so much content left out. At the end I was done because I was so sad about the lost potential. The cave system alone is magnificent but lacking. They could have put Pirate hideouts or Bosses in the caves. They are beautiful and have a predator in them from time to time. I also got lost in the caves once and looked up and used my plasma grenade launcher to blow a tube type hole in the ceiling (like Red Faction) to jet pack to the surface when many predators were almost on me. The space combat also needs some love as it was lacking. The game has so much potential! Mining and shopping for news ships was really addicting to me. After typing this post up I am looking forward to getting back in the game when new content is released.

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borgking1234

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Edited By borgking1234

No Man's Sky Did Not "Harm" PlayStation Brand . PS4 pro and slim did that all by themselves.

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wtf_666

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@borgking1234: Go put on your white xb0ne ONESIE and sit in the corner and think about everything you said and did wrong. Bad girl.

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wtf_666

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@borgking1234: Shouldn't you be in your remedial class now? Only little kids are so crazy for either corporation.

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borgking1234

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@wtf_666: I don't give a f**k about either corporation. I game on PC

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CrusaderForever

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@borgking1234: The Pro is going to sell very well. So not sure how you came to that decision. It's priced right and twice as powerful as the PS4. Can't wait to get mine come January!

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kentray1985

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@CrusaderForever: You work for Sony

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CrusaderForever

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Edited By CrusaderForever

@kentray1985: So you aren't going to buy the Scorpio?

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SkytheWiz1

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@CrusaderForever: The Pro's being hyped in just the same way, talking about features that it won't deliver on. You'll get better visuals (which, if you care about, you'd probably be on PC, given that it still won't be as good as PC), but that's it.

If they carry through with their promise - that it isn't a new generation of console - then it should play nicely with PS4, right? But I've seen talk about faster speeds, higher player counts, etc. How's this possible? My PS4 can't suddenly have these things - which means you'll be getting an iteration of the game that you won't be able to play with me (think Battlefield 4 for 360/PS3 vs Battlefield 4 for Xbox One/PS4 - same game, but unable to play together).

So you're going to gamble several hundred dollars for hardware that either 1.) will alienate you from the majority of players unless they all upgrade as well or 2.) only be a visual upgrade but still offer the exact same game/content otherwise? Because I'd wager a bet that, at least for the first stretch of time, not many people will.

It's why I don't understand all the talk (good or bad) about the new iterations of consoles - I still don't even feel like we've gotten our money's worth for the current ones.

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Spartan_418

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Disappointed with NMS like pretty much everyone, but in its current state the game is still a solid foundation with a huge amount of potential. My hope is that they'll give it a Minecraft-style update treatment, constantly adding new features for years into the future.

Problem is that Minecraft gets continued support because it has multiplayer and is on every platform you can think of, while NMS has no MP and is only on 2 platforms.

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SkytheWiz1

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@Spartan_418: Well, the rumor (I say rumor because only one site reported it, and then others copied it) is that Sean stated that it was "naive" of him to think that they'd be able to do all their additional content for free. I agree that the game is a good baseline, but no one signed on for the game to have a promising start only to have to pay for more content.

If it's all free, then - of course - ignore all this, but if they do start charging? They're just hammering in the nails of their own coffin.

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mattcake

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"it faced the uphill battle of living up to what people expected it to be"

...

"it faced the uphill battle of living up to what people were told, and shown, it WOULD be"

Corrected that for you. Need to stop blaming the gamers.

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deactivated-607f3626e5f17

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@mattcake: THIS. Stop the victim blaming please.

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Batusai4Ever

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if games want to salvage the gaming community then the pre-ordering has to stop.

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OldDadGamer

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OldDadGamer  Moderator

I think, and I'm not defending him, that he's probably right.

The hype on this was weird. Like, WEIRD in how it played across gaming circles. Those of us in the know? Sure. Inundated. But most of my friends who play games (which is pretty much all of them) who do not go to gaming sites and think E3 is the new model of BMW (which is pretty much all of them) had NO idea what No Man's Sky was.

I mean, if you asked "Were you really disappointed with No Man's Sky/Hello Games/Sean Murray?" They'd have said "is that a new show on Netflix/on my phone/the new left wing for the Bruins?"

They knew who was on the cover of Madden. That they did.

And, like it or not, there's far more people who buy consoles to play Madden than there are weirdos like us who livestream E3. And their perception of the Playstation brand wasn't affected by this at all.

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Yams1980

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Edited By Yams1980

i hope they can save this game. if some fun activities were added to it, it'd turn this into a classic. I loved the first hour or two in this game, i really felt like i was stranded and was fighting to survive but it became very quickly just a repetitive game and once i got all my stuff upgraded i had nothing left to do.

if they'd add ways to teleport back to any planet you've been to and add some ways to create buildings on planets that'd give you something to do. Also they need to add a local planetary map so you can navigate around and mark areas on the map you want to. As it is right now you get lost instantly. There should also be a hotkey to instantly hide the UI since there already is a way to in the video options, but there should be a shortcut key to do so instead of such an awkward way to do it.

This game as it is, to me it feels like 25% of a complete game. That 25% is good but its not enough to keep me playing it.

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chiefwiggum16

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Lies, lies lies and more lies.

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Batusai4Ever

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@chiefwiggum16: they don't care about the lies as long as idiot gamers continue to pre-order like crazy. Only when the pre-ordering stops will devs be forced to return to making full content quality games.

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Thanatos2k

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@batusai4ever: He literally is saying in this article "It doesn't matter, because you idiots bought it. Sales were good, so who cares what you think the game did or didn't do? Our lying marketing works, so we'll do it again and again."

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Batusai4Ever

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@Thanatos2k: I have only pre-order one game in my life (I'm 40 with a 14 year old) and that was COD a couple of years ago cause my son likes to play with me and I know the COD formula and what to expect from it. But I have never nor will I pre-order a game without reading user reviews after release, I don't care about gaming site's reviews as they are biased ($$$)

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chiefwiggum16

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@batusai4ever: agreed

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Deckard2323

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Wow. Talk about Sony trying to cover their ass. Yup, let's blame the developer. What a load of crap. They were responsible for the marketing campaign and should have handled PR better.

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Thanatos2k

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@Deckard2323: Sony isn't responsible for Murray's lies. They are responsible for doing nothing to stop him.

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Taylor_Sparks

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@Deckard2323: Well i mean they were the ones who made the game...

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cboye18

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Edited By cboye18

In other words, "It wasn't a great PR strategy but it made us a lot of money, so who cares. Sheople will always buy the hype, therefore this business practice works well enough."

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MarcTheHeretic

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Nothing he said here was wrong but it's just not okay to throw all the blame on Murray when Sony probably had everything to do with it's price and generally being treated like a AAA game at least to the degree it could be with the way it looks. Even if that wasn't Sony's idea they deserve blame for going along with it when they knew what it was and if they didn't know then they should have made sure.

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